Are trade shows still as popular as ever, or should we be looking at other promotional platforms within the cleaning industry?

To borrow a much-used phrase from American author, Mark Twain – reports of the death of exhibitions have been greatly exaggerated. In parallels with the e-book v. paperback debate, there is still a place for them alongside all the other marketing methods that the cleaning sector uses so well.

It’s an interesting question to pose so soon after Interclean Amsterdam, which was another success. The organisers have revealed that this year’s show attracted 696 exhibitors, increasing from 669 in 2012. It also says that 29,325 visitors attended the 2014 event, which is a 5% increase on 2012 – numbers to which any business owner would aspire.

The key to exhibitions is that they are a snapshot in time. For a limited period, on set dates, companies have the chance to promote their products and services, make sales and forge new relationships face-to-face. The right stand design, coupled with enthusiastic and professional staff, can help to make these events extremely worthwhile. However, in these competitive, tech-savvy times, they can’t be seen as a stand-alone marketing method. Exhibitions should be the ‘icing on the cake’, complementing a continuous campaign of communications. PR, social media, and advertising – both online and in print – should be a constant for any company that wants to stand out from its competitors and establish a strong voice and brand presence.

Lest we forget, exhibitions need a strong image too – so in order to draw in the right visitors, they need to use every available communication method to create a buzz around their respective events. Interclean is a good example of this, with a frequently updated website, proactive Twitter feed, links with the top publications in the cleaning sector, and informative seminars and networking sessions as part and parcel of the whole experience. In the gap when we wait for the next Interclean, the UK will host not one, but three cleaning exhibitions; and it will be interesting to see how they market themselves in the run-up to their events. To (mis)quote another well-known phrase – the shows must, and will, go on!

Soapbox published in Tomorrow’s Cleaning – June 2014